Initial curiosity over, Healthcare.gov traffic settles, starts moving

UPDATE: October 18, 2013
Following a surge in web traffic during Week One, likely boosted
by curious visitors not intending to try to enroll at that time,
Week Two saw visits to Healthcare.gov decline by 56% (down to 4.13
million unique visitors) as curiosity faded. Week Two (ended
October 12th) also saw evidence of improved site performance as
more visitors moved successfully through the application
process.

Highlights:
• 46% of those attempting to register on Healthcare.gov
during Week Two were successful, up from 27% in Week One
• Eligibility application starts rose 88% to 368,000
• Total completed applications rose 31% to 47,000

October 15, 2013
It's no surprise that news media organizations are having a
difficult time finding anyone who has actually enrolled for health
insurance, or that the Obama Administration has been reluctant to
share enrollment statistics with the public. According to an
analysis by Millward Brown Digital, far fewer than one percent of
all visitors to Healthcare.gov actually completed applications
during the week ending October 5.

Healthcare.gov was clearly unprepared to handle the huge spike
in traffic on October 1, the start of open enrollment, which the
site was visited by 0.9% (or one in 114) of everyone online in the
United States. This is roughly equivalent to the daily traffic on
Target.com.

To see Millward Brown Digital's original "ACA enrollment funnel"
and follow the narrative of how one in 114 of everyone online in
the United States dwindled to completed applications by just 36,000
people, click here.

This research is based on data from the Compete panel of 2
million US consumers. The data are weighted, normalized and
projected to represent the US Internet population. For this
analysis, we measured the number of people visiting various pages
on Healthcare.gov, and then projected the incidence of this
behavior.